Resources
Podcasts, blogs, and marketing resources.

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    What Does Social Media Marketing Have to Do With Digital Marketing?

    Posted by InnerAction Media on Nov 1, 2022 9:12:33 AM

    What Is the Difference Between the Two?

    Keeping Up With The Trends: 5 Social Media Marketing Blogs You Need To Know

    Posted by Jamie Huggins on Aug 22, 2022 1:11:56 PM

    Living in a digital age, we have access to a wealth of information at our fingertips to help guide us like never before. Consider blogs, for example. Hubspot defines a blog post as an article, news piece, or guide published in the blog section of a website.

    Influencing Brand Perception Through Video Production

    Posted by Gabe Ofca on Jun 15, 2022 1:57:53 PM

    While there are many factors that lead to a business’s success, one of the most important factors is how customers perceive your brand. No business has complete control over how they are perceived, nor should that be the goal. However, your business should have a voice in sharing how you help solve your customers' problems. This is where video production comes in.

    3 Reasons to Consider Geotargeting in Your Digital Advertising Strategy

    Posted by Nick Hart on Jun 9, 2022 5:10:58 PM

    Everyone understands the basic formula of advertising: Advertisement + Visibility = Attraction. Seems easy enough, right? Not so fast. 

    In today’s world of advertising, it’s not so much what you say but how, when, and to whom you say it. One of the ways marketers and advertisers focus on this narrow approach to clientele and retention is through geotargeting. 

    The Importance of Subject Lines

    Posted by Bethany Friend on May 6, 2022 12:18:18 PM

    In today’s world smartphones have made it easier than ever to check your email. At any point throughout the day, you probably receive at least five emails from businesses marketing to you. How many of you just delete the emails unless the subject line captures your attention enough to open them? The answer is probably a lot of you. This is why email subject lines are so important. 

    Why is B-Roll Important to Video Production?

    Posted by Mackenzie Randall on Apr 27, 2022 7:41:51 PM

    Picture this: You’re interviewing Mr. Bean about his coffee roasting company and he begins to wax poetic about the process of harvesting and roasting coffee beans. While his description is helpful enough, the imagery just isn’t sinking into your imagination.

    How to Take Ownership of Your Domain

    Posted by Eric Tomlinson on Apr 21, 2022 3:49:05 PM

    Your domain, or website address, is the face of your business online. It is how people find your business, contact your business and learn more about the services/products you offer. Most business owners would probably not know who actually owns their domain name.

    Why You Need Professional Headshots for Your Company

    Posted by Nick Hart on Apr 13, 2022 5:08:02 PM

    Are you the type that thinks first impressions are overrated? Well, it may be time to change your opinion. Did you know? Recent studies have shown that human beings make a decision to trust someone within 100 milliseconds of seeing their face.

    Digital Advertising Checklist

    Posted by Dylan Sheldon on Apr 6, 2022 3:03:21 PM

    Did you get your hat? Check. What about your bag? Check. Tickets? Oh, no.

    A good checklist could be the difference between arriving at your flight on time or missing out on a relaxing vacation. Well, marketing is no different. That’s why we’ve outlined a checklist to keep in mind while developing your next digital advertising strategy.

    Four SEO Tools You Should Be Using

    Posted by Hampton Hill on Mar 31, 2022 3:45:44 PM

    What’s SEO? Does it matter? Well, yeah. Yeah, it does. We’ve written about it before

    SEO stands for “search engine optimization.” In layman’s terms, SEO optimization is the means of improving your site’s visibility when people search for products or services related to your business. The higher your visibility in search results, the more likely customers will be to interact, invest time, and purchase from your company. 

    We’ve noted our favorite SEO tools you should be using in your marketing strategy in 2022.

    How To Make A Storyboard For Your Video

    Posted by Gabe Ofca on Mar 23, 2022 5:01:04 PM

    Making good videos is hard. Out of the billions of marketing videos produced, only a fraction ever convey the right message. It doesn’t have to be that way. Careful planning will help you increase your chances of producing a great video.

    When you think of planning, the default is to think of the script. Many people miss the storyboard. 

    Three Things You MUST Have In Your Marketing Strategy

    Posted by Nick Hart on Mar 16, 2022 4:08:44 PM

    We live in the age of “the brand.” Companies have brands. People have brands––you have a brand. From an initial handshake to an online presence, branding is as important today as ever before. But, how does someone get their brand from themselves to being accepted out there?

    The Benefits of Digital Marketing

    Posted by Jamie Huggins on Feb 23, 2022 4:33:00 PM

    Consumers are spending more and more time online. According to a 2021 survey from Pew Research Center, 85% of American adults go online daily, with 31% saying that they are online almost constantly – that's up from 21% in 2015.

    Top Five Interviewing Tips

    Posted by Megan Hudock on Feb 16, 2022 3:51:41 PM

    In the world of video production, an important element is helping individuals to tell their stories on camera.  

    Filmed interviews are used to convey information and experiences directly to the camera. 

    There are a few tips that stand out in my mind from my experience in interviewing a wide array of people through the years. 

    Recruitment Marketing 101

    Posted by Paige Malenock on Feb 2, 2022 4:39:15 PM

    Recruitment marketing is a way for organizations to locate, attract, engage, and eventually nurture inbound talent. Covid-19 has thrown the job market into turmoil, but with a few helpful tips and trackable initiatives, companies will easily be able to engage with potential candidates and leverage the fundamentals of inbound marketing!

    Making Your Video Productions Great

    Posted by Gabe Ofca on Jan 28, 2022 12:43:02 PM

    What makes a great video? Well, a great production right?! Yes, that’s a big part of it, however, lots of things go into making a video great. A great video usually starts with intentional pre-production or planning. Then, a clear and focused production based on the planning that came before. Finally, a series of decision-making through cutting up and rearranging, or editing the content that was captured into the final video. This is called post-production. I know, it sounds like a lot, and it can be, but whether your video’s message is simple or complex, learning and applying the steps necessary to make a great video will guarantee an impact on your audience.

    Why Is Email Marketing Important To Your Brand?

    Posted by Bethany Friend on Jan 19, 2022 10:04:40 AM

    As digital marketing strategies evolve a question that often comes up is whether or not email marketing is important. In short, the answer is yes. Why is email marketing important for a brand though? Email marketing provides a brand the opportunity to reach its audience, gives metrics to study, it’s affordable, and it offers the ability to increase brand awareness.

    IAM Video Production Team Gives Two Ways to Create a Standout Video Ad in 2022

    Posted by Mackenzie Randall on Jan 12, 2022 1:21:36 PM

    Gone are the days where our only exposure to video advertisements is through television. 

    I think most would agree that we now live in a time where it is perfectly normal for people to encounter at least one video ad on their mobile device every single day. 

    This massive shift is largely due to the ever-growing amount of people using social media across the world.

    Three Top WordPress Plugins for Website Design

    Posted by Eric Tomlinson on Jan 5, 2022 3:54:47 PM

    There are many options when choosing a platform to build your website. WordPress, by far, is the most popular. Its versatility and ease of use has separated it from other more traditional platforms and coding methods. Along with opening up opportunities for everyday business owners and individuals to build their website, WordPress has many third-party developers creating plugins which, as an easy way to describe it, are apps that work inside of WordPress just as apps work inside your phone or computer. Plugins, just like apps,  are there to enhance the overall experience and help in creating and bringing your vision to life. Some may be more trivial than others, but some are essential and should not be overlooked. There are 3 plugins that I always install when creating a WordPress site, Jetpack, Updraft Plus, and Yoast SEO.

    Three Steps To Developing A Strong Marketing Plan

    Posted by Dylan Sheldon on Dec 29, 2021 12:29:12 PM

    Anything worth doing - building a house, raising a family, starting a business - is worth planning. Imagine hiring a foreman to construct the building you hope to live, sleep, and host dinner parties in, only to learn he intends to “wing it.” Picture starting a business without the slightest notion of what you might sell or who you might sell to. Planning is essential to all things in a good life, including marketing. And today, you have taken the first step to build a strong marketing plan, by reading this article.

    The Art of Storytelling in Video Production

    Posted by Liza Heiskell on Dec 8, 2021 3:33:46 PM

    The rise of video production in marketing comes as no surprise.  

    And while video production technology and other ways to market a product have advanced, so has the mind of the consumer. Today’s consumer doesn’t want to just be told why they should buy a product or service - they want more. They want something new. And what is new in video marketing, is in fact one of the oldest forms of communication on earth: Storytelling.

    Liza Heiskell Promoted to Creative Director

    Posted by Nick Hart on Sep 30, 2021 9:12:10 AM

    Longtime video producer, Liza G. Heiskell, has been officially promoted to the role of Creative Director for InnerAction Media (IAM) and its affiliates. The position is the first of its kind for the Morgantown-based company. 

    The Top 3 Social Media Platforms You Should Be On and Why

    Posted by Jamie Huggins on Aug 11, 2021 2:48:37 PM

    Social media is evolving at a rapid rate.

    With more and more social networks emerging, you may find yourself trying to discern which platforms your business should be on. But wait! Before you create your company's TikTok account, keep in mind that the approach to social media is not one-size-fits-all. There are many options out there, and you don't have to use them all. Instead, it would be best to research what social media platforms best fit your business and target audience. However, to simplify the process, we have narrowed them down to the top three social media platforms to consider for your business. Keep reading to learn more. 

    5 Pieces of Information to Gather When Building A Website from Scratch

    Posted by Eric Tomlinson on Jul 14, 2021 10:43:10 AM

    Creating a website can be a stressful and daunting undertaking. What do I put on it? How do I get started? What do I need to know? How do I do it? Well, let's see if we can answer some of those questions for you and get you started on creating a website that has all the content and information your website and your potential clients need from your business. We have five suggested groups of information that will help you develop your site. Read on to learn more. 

    Blogging 101: How to Write Your First Blog

    Posted by Jamie Huggins on Jun 30, 2021 9:27:16 AM

    Hooray! You are writing your first blog post! Blogging is an integral part of any successful marketing strategy. For instance, statistics show that companies with blogs produce an average of 67 percent more monthly leads than companies that don’t. 

    But as your initial excitement wears off, you might find yourself stressing a little. You want to make an excellent impression, but you have no idea where to begin. No need to worry! As a Content Developer here at InnerAction Media, I write blog posts weekly for our clients covering topics about travel to mental health to orthopedics, countertops and much more. So take a deep breath and keep reading to learn some quick Blogging 101.

    After Me, the Flood

    Posted by Jim Matuga on May 12, 2021 12:23:01 PM

    A four-minute mile is the completion of a mile run in four minutes or less. 

    This incredible athletic feat was first achieved on May 6th, 1954, (of course, we marked that anniversary this month) by British Athlete Roger Bannister, at age 25. His official time was 3:59.4. at Oxford University's Iffley Road Track in England.

    How to Run a Successful Facebook Giveaway: Lessons Learned

    Posted by Gabi Ambrusico on Mar 31, 2021 12:39:34 PM

    When planning for a Facebook giveaway, you must have all your ducks in a row so that it will run as smoothly as possible. But even when everything is planned, you must expect the unexpected. 

    Creating Motion Graphics for Video

    Posted by Mackenzie Randall on Jan 5, 2021 12:24:11 PM

    What Are Motion Graphics? 

    Motion graphics are elements such as text or a graphic design added to a video in post-production. They have various uses but are typically used to provide the audience with specific information in a visually exciting way.  

    Four Tips for Food and Beverage eCommerce Website Development

    Posted by Eric Tomlinson on Dec 9, 2020 3:07:36 PM

    Right now, let’s face it - it's a tough time for every business, but especially restaurants and bars. Owners face different rules, regulations and laws seemingly every day due to the pandemic. It’s hard to be sure what you can or cannot do. 

    Marketing Tools You Should Use on Your WordPress Website

    Posted by Eric Tomlinson on Jul 31, 2020 3:38:35 PM

    So you've done it. You have a brand-spankin' new WordPress website and you're ready to take over the world. But wait a minute, how are people going to find your business? Will your website be anything more than "you have to have one because you have to have one" tool? Well, we're here to help. Here are some WordPress tools and plugins to help you market your new site and gain customers by using and optimizing searches and ads.

    Benefits of Customer Spotlight Videos

    Posted by Liza Heiskell on Jul 8, 2020 12:55:30 PM

    First United Bank & Trust is a valued client at InnerAction Media. Two years ago, we created a recruitment campaign for them that included video and social media. According to First United’s Chief Human Resources Officer, Chuck Olsson, IAM’s work on the campaign was a great success. 

    Three Helpful Marketing Resources for Business Owners

    Posted by Dylan Sheldon on Jul 1, 2020 1:55:34 PM

    For a small business owner or entrepreneur, marketing can be tough. Where do you start? What is worth spending your limited time pursuing? How can you get the best value out of your time and resources? Here are a few helpful marketing resources for busy business owners:

    The Key to Finding the Best Advertising Strategy to Reach Your Target Audience

    Posted by InnerAction Media on Jun 18, 2020 4:30:35 PM

    If your business is preparing an advertising campaign, you want to give yourself every chance possible for it to be a success. You could develop the most eye-catching or humorous ad campaign possible, but if the right audience doesn't see it, it won't lead to sales. That is why it is essential to find the best advertising strategy possible to reach your business's target audience.

    Looking Out For Those Who Are Most Vulnerable With Karen Haring

    Posted by Jim Matuga on May 5, 2020 2:15:00 PM

    As many individuals are staying home, domestic violence and mental health cases increase. Karen Haring, the founder of Libera, a women and teen empowerment initiative, knows that this is true. Haring spoke on Positively West Virginia podcast about helping women and teens find freedom in their lives. 

    Haring graduated from Ohio State University with an education degree and has taught in Ohio and West Virginia public and private schools. She's served as a volunteer, board member, and staff member with nonprofits since college. 

    She has 34 years of experience working with women and teens in both group and mentoring settings and is an expert at listening and helping them identify the lies and barriers in their lives. She's passionate about helping women and teens tell their stories to listening ears so they can find their purpose, their voice, and their freedom.

    Clinton Burley Speaks About the Role Emergency Medical Services Play During COVID-19

    Posted by Jim Matuga on Apr 27, 2020 2:00:00 PM

    Medical professionals are doing their best to helicopter sick patients affected by COVID-19. Clinton Burley, president and chief executive officer of HealthNet Aeromedical Services, is highly involved in the emergency medical services. 

    Through the decades, Burley served as a field paramedic, flight paramedic, EMS educator, public relations officer and flight program manager. HealthNet Aeromedical Services is the nation's third-largest not-for-profit critical care transport program. 

    E. Gordon Gee and the State of WVU with David Alvarez

    Posted by Jim Matuga on Apr 24, 2020 2:00:00 PM

    West Virginia University (WVU) is undergoing a vast transition from in-person to virtual classes and more. COVID-19 instills change and there are many moving pieces and personnel to help make this transition run smoothly. 

    David Alvarez, Vice-Chair of the West Virginia University Board of Governors, provided the listeners of Positively WV with an update on how the university is managing this transition.

    Alvarez is a distinguished and recognized owner, business leader and established serial entrepreneur who remains highly active in development, industry and community work.

    Alvarez currently serves as Board Chairman of MVB Financial Corp. which includes:

    • MVB Bank, Inc.
    • MVB Mortgage
    • MVB Community Development Corporation

    What WV News Publisher, Andy Kniceley, Thinks of COVID-19

    Posted by Jim Matuga on Apr 20, 2020 1:57:03 PM

    Your Small Business Intake Form Taken Care of By Anna Carrier

    Posted by Jim Matuga on Apr 17, 2020 12:04:06 PM

    What's an intake form? Anna Carrier, Entrepreneur, and Community Business Program Lead at the Encova Center for Innovation and Entrepreneurship at West Virginia University can explain. As a Morgantown native, Carrier worked at a local law firm for two years while attending law school.

    Carrier has also been a judge for the College of Business & Economics (B&E) Business Plan Competition since 2013 and currently teaches as an Adjunct Professor for the Management Department at B&E.

    Find out what Carrier has to say about COVID-19 and intake forms for small businesses in the area.

    Navigating Hospice Care During COVID-19 with Malene Davis

    Posted by Jim Matuga on Apr 13, 2020 12:57:49 PM

    "What did we have? What were we really not prepared for? We need to make assignments that way and prioritize in a different way than we ever have before," said Malene Davis, Chief Visionary Officer and Founding President of WV Caring in regards to the COVID-19 pandemic.

    Davis addresses COVID-19 and the opportunities ahead for not just the hospice field, but for all who are affected by the virus.

    Davis is a national healthcare expert in the acute post field known for institutional financial and quality turnaround. With more than 30 years of leading and educating clinicians on the business of healthcare, WV Caring achieves outcomes of key quality metrics, purpose and profit. 

    Discover how WV Caring is handling COVID-19 and what Davis feels is best for hospice care during this unfortunate time. 

    Telemedicine and COVID-19 Takeaways with David Goldberg

    Posted by Jim Matuga on Apr 9, 2020 9:08:54 AM

    From the COVID-19 impact on West Virginia, telemedicine, advice for going outdoors to how your local medical professionals are doing, David Goldberg, President and CEO of Mon Health, provides critical takeaways for the listeners of the Positively West Virginia Podcast.

    Goldberg is a highly regarded leader in the healthcare sector. In West Virginia, some of Goldberg's responsibilities include: 

    • Mon Health Medical Center, a 189-bed general, acute care hospital in Morgantown
    • Mon Health Preston Memorial Hospital, a 25-bed critical access hospital in Kingwood
    • Mon Health Stonewall Jackson Hospital, a 70-bed hospital in Weston

    Learn more about Goldberg's take on COVID-19 below.

    Ashok Aggarwal Discusses The Ventilator Project on Positively WV

    Posted by Jim Matuga on Apr 6, 2020 4:12:53 PM

    What’s a ventilator splitter (v-splitter), and how does it affect the COVID-19 pandemic? Ashok Aggarwal, co-founder and Managing Partner at M&S Consulting, decided to participate in designing a v-splitter to assist with patients who’ve contracted the virus. 

    Aggarwal works with a fantastic team. Together, they built a world-class technology and strategy services organization that dedicates to customer satisfaction with a highly talented and dedicated group of enterprise consultants.

    Is Digital Advertising Effective for Your Marketing Campaign?

    Posted by InnerAction Media on Mar 19, 2020 2:34:10 PM

    Over the past decade, consumer engagement and buying habits have shifted dramatically to digital mediums, and that trend will only continue in the coming years. However, many businesses still wonder if digital advertising is a useful tool for their marketing strategy. 

    For many, it’s uncharted waters, and they aren’t sure where or how to begin utilizing digital marketing tools such as a website with a mobile-first design, digital and social media advertising and digital branded content.

    While digital advertising and marketing may still be a new strategy for some, the current COVID-19 pandemic is forcing many businesses to adapt quickly to continue to serve and connect customers and generate revenue.

    Take Direction From Hollywood When Scripting Your Marketing Videos

    Posted by Liza Heiskell on Mar 13, 2020 3:37:44 PM

    They say in the film world that you are only as good as your next script, and Hollywood A-list directors and actors tend to know a thing or two about screenwriting. You may be surprised to learn that many of their thoughts and ideas on scripting transcend seamlessly into the world of corporate marketing videos.  

    Let’s take a look. 

    Combating a Not in My Backyard Mentality (NIMBY) Through Addiction Treatment Marketing

    Posted by InnerAction Media on Feb 26, 2020 1:11:50 PM

    As a key stakeholder in an addiction treatment program, you know that addiction treatment programs across the globe face a multitude of problems, including drawing in patients, having individuals within the community not wanting you to move in and ultimately, how to effectively reach the individuals who need you the most. 

    As a marketing agency that has served many programs throughout the United States, we can tell you that addiction treatment marketing is NOT a one size fits all deal...

    ...AND it’s a long and arduous process. 

    For the sake of this article, I’d like to focus on an intensive outpatient program (IOP) and men’s recovery community in Colorado. 

    This IOP and men’s recovery community opened in July 2019 and was founded by two individuals who had a real passion for rural healthcare. The two founders and their team came to InnerAction Media (IAM). Together, we discussed their desire to develop a program that offered high-quality yet affordable treatment to their community.

    Throughout the marketing process, IAM found a couple of obstacles that our client needed to overcome: the Colorado community believes that our client is part of a national franchise, the community had a “not in my backyard” (NIMBY) mentality and our clients found that they have a large volume of patient intake from healthcare referrals, rather than self-refers (stay tuned for why this is an issue for their content, folks). 

    Learn how we worked to combat these issues with the influence of marketing. 

    The Four Necessities of Building a Website

    Posted by Eric Tomlinson on Jan 29, 2020 10:35:07 AM

    A website is an inevitability that every business must face. When building a website, you may not know where the first place to start is. That is why our team has outlined the four necessities for building a website below!

    The Importance of Graphic Design for the Healthcare Industry

    Posted by InnerAction Media on Jan 27, 2020 2:14:12 PM

    Dermatology Practice Inbound Marketing Case Study

    Posted by InnerAction Media on Jan 20, 2020 3:38:06 PM

    Working within a niche industry as a dermatologist is challenging due to the common perception that skincare is a luxury. Since 2017, InnerAction Media (IAM) has worked with the Dermatology Center for Skin Health, PLLC, a dermatologic company located in Morgantown, West Virginia. Our team obtained the opportunity to provide new branding and help this dermatology practice increase new patient counts. 

    Throughout the years, our team works to change the Dermatology Center for Skin Health, PLLC continuously marketing strategy, to always stay top-of-mind with their customers and potential customers. Continue below to read more about IAM’s Inbound Marketing process. 

    Infinite Game Mindset is Much Needed in the Mountain State

    Posted by Jim Matuga on Nov 6, 2019 9:00:00 AM

    A few days ago, a good friend asked me what book I was currently reading. Embarrassed, I admitted that I had been recently hyper-focusing on my business and hadn’t read any books in the past couple of months.

    It’s funny because I know that reading and lifelong learning are habits that most of the world’s most successful business leaders engage in.

    For instance, did you know Warren Buffet reads 500 pages a day? Mark Cuban reads about three hours a day. Bill Gates, one of the most wealthy people in the world, reads 50 books a year.

    I left that meeting and immediately purchased Simon Sinek’s latest release: The Infinite Game. It was published just the day before.

    I want to share some of my thoughts on this new leadership work by the man who brought us Start with Why and Leaders Eat Last

    West Virginia Business Owner Publishes New Marketing Book, Marketing Matters

    Posted by Megan McLean on Jan 22, 2019 10:41:00 AM
     

    InnerAction Media (IAM) President and Founder, Jim Matuga, published his book, Marketing Matters: Your Guide to Getting More Customers and Increasing Revenue, in January.

    This 27 chapter book takes business owners step-by-step through developing a marketing strategy, and teaches them how to implement it.

    TV Commercial Production: Finding Captivating Stories in the Mundane

    Posted by Liza Heiskell on Nov 20, 2018 3:38:57 PM

    Now more than ever, I love commercials – in particular, commercials that tell a story.  I’m that person that puts down their phone to watch the commercial in between the big game or TV show.  Telling a really good story in 30 to 60 seconds is an art, and I admire the creatives who do it so well.

    As a video producer of TV commercials and web videos, I find inspiration in those commercials that I love. I think about what has touched me, what has made me laugh, cry or inspired me and try to incorporate those elements into our commercial and video productions at InnerAction Media.

    In the last few years, we have seen some really great TV and Internet advertising campaigns, and I wanted to highlight a few of my favorites and what I believe makes them effective:

    • Subaru "Life Story on the Line"
    • HP "Little Moments"
    • Extra Gum "The Story of Sarah and Juan"

    4 Things to Consider When Using Storytelling in Marketing

    Posted by Dylan Sheldon on Oct 2, 2018 11:37:47 AM

    Not convinced storytelling is a good approach for marketing your business? Check out this excerpt from Donald Miller’s Story Brand:

    “In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.”

    In today’s market, you are either telling a story that draws your customer in, or you are adding to the confusion. So how do you tell an effective story in your marketing efforts? Here are four tips to get you started.

    The Top 5 Benefits of Building Your Website on the HubSpot CMS

    Posted by Jenna Britton on Jul 31, 2018 2:03:34 PM

    Your website is so important in today’s digital-first era. Today’s buyer is going to check out your company’s online presence. They want to educate themselves on your products/solutions through your content, blogs, eBooks and videos.

    What are Topic Clusters? New Website Architecture

    Posted by Megan Fox on Jul 19, 2018 12:11:46 PM

    Keywords. Those are what you previously based your web pages around. Long tail, descriptive keywords that summed up what you wanted users to find you by when using Google.

    Today, that has changed. Keywords are still important, but they are evolving to adapt to ever changing search engines.

    SEO is now switching to a topic cluster model. A single “pillar” page acts as the main hub of content for an overarching topic. Then, many content pages that are related to that same topic link back to the pillar page and to each other.

    This linking action signals to search engines that the pillar page is an authority on the topic. Over time, the page may rank higher. The topic cluster model is a way of organizing a site’s content pages using a cleaner and more deliberate site architecture.

    Keep reading to learn more about topics clusters.

    Should TV Commercial Production be Part of a Video Marketing Strategy

    Posted by Liza Heiskell on Jul 3, 2018 3:00:03 PM

    TV advertising should be considered an integral part of an overall video marketing strategy. With hundreds of TV channels now available, TV advertising is ubiquitous. 

    However, TV commercials are, by design, short and sweet. Employing a TV commercial as part of a larger video marketing strategy will exponentially increase the distribution of your message about your product or service.

    The Importance of Developing a Print Strategy for a Nonprofit

    Posted by Sophia Darmelio on May 29, 2018 11:46:15 AM

    With everything being on the Internet, it’s easy to see why everyone would want to stay away from a more traditional marketing strategy such as print; however, I recently participated in the West Virginia University (WVU) CreateAthon where my team developed a mostly print campaign for a local non profit organization.

    Read on to learn why.

    Developing Customer Retention Through Marketing

    Posted by InnerAction Media on May 22, 2018 3:27:21 PM

    Whether a company specializes in a long-term or one-off product, customer retention is a priority.

    Perhaps you've invested millions of dollars and a lot of time to create a product. You don't want all that effort to get wasted. Customers are a valuable business asset that adds value in the form of repeat purchases or referrals. However, many brands often fail when it comes to devising ways to retain customers especially if they sell one-off products.

    Many companies think that a customer call center is enough to increase retention. Often, people contact customer support when they want to inquire about a product. Just because customers feel satisfied with a product doesn't mean you've retained them. The marketing team isn't enough to keep loyal clients.

    Here are a few marketing techniques to earn more profit and increase customer retention.

    Social Media Marketing Mistakes to Avoid

    Posted by InnerAction Media on Apr 24, 2018 12:10:18 PM

    To many, social media marketing can be like walking into a black hole when it comes to researching what to do and what not to do.

    We understand this. That’s why we’ve put together this comprehensive list of what to do and what not to do when it comes to marketing your business on social media.

    Take Direction From Hollywood When Scripting Marketing Videos

    Posted by Liza Heiskell on Apr 10, 2018 10:26:29 AM

    They say in the film world that you are only as good as your next script, and Hollywood A-list directors tend to know a thing or two about screenwriting. You may be surprised to learn that many of their thoughts and ideas on scripting transcend seamlessly into the world of corporate video production.

    Seriously, just read the quotes.

    Tips for a Great Time Lapse Video For Your Business

    Posted by Dylan Sheldon on Apr 3, 2018 3:52:13 PM

    The time lapse is a perfect medium to showcase beauty and action. Like many forms of video, the time lapse uses captivating imagery and movement to compel viewers. Unlike many forms of video, the time lapse offers a unique perspective that is unfamiliar yet appealing to viewers.

    When you think of a traditional time lapse, fast paced images of skyscraper construction, starlit desert night skies and tree-engulfed rambling brooks come to mind. It is easy for us to recall the most beautiful natural or man made scenes when we think of the time lapse.

    Continue on to learn more about time lapse and how it can work for your business. 

    Google Algorithm, Keywords and Search Engine Optimization

    Posted by InnerAction Media on Mar 8, 2018 2:21:25 PM

    We get a lot of questions about keywords. Questions including if keywords are still relevant, why did Hubspot get rid of the keyword function tab and many more.

    We’re here to answer these questions and to explain a few things.

    Six Common Misconceptions of Video Production

    Posted by Liza Heiskell on Mar 7, 2018 10:31:57 AM

    No one can dispute that video plays a significant and growing role in marketing today. The digital revolution has opened the door to video across all mediums; it is certainly not limited to television anymore. Despite this growing trend, the video production process is often times misunderstood.

    To better understand what goes into and what goes on behind the scenes of a typical marketing video, I have listed below a few of the common misconceptions of video production that I have encountered in my years as a TV/Video Producer.

    Why Developing a Marketing Strategy for a Non-Profit is Important 

    Posted by InnerAction Media on Mar 2, 2018 11:22:28 AM

    Developing a marketing strategy for a non-profit organization varies greatly from the standard business marketing plan.  

    Creating and maintaining a plan may seem daunting, but never fear, we’re here to help develop an effective strategy for non-profit organizations.

    When marketing, it’s crucial that you be true to yourself. Define your mission, and do not lose sight of it. Be honest, and make realistic promises that you can and will deliver on. This will help you gain an advantage over those who aren’t true and use marketing for the sole purpose of sales, regardless of the information they’re providing.

    Get the most out of your non-profit marketing efforts by developing a well thought out, organized and strategic marketing plan.

    Read on to learn some key steps to help get you started!

    Advantages to Video Marketing in Real Estate

    Posted by Liza Heiskell on Jan 11, 2018 12:26:56 PM

    There are so many reasons why you should consider using video in your real estate business. Other than all of the eye popping statistics about how much video people are watching online per day, I can offer you this information from some research and my own personal experience.

    Read on to learn more.

    5 Essential Elements of Every Successful Marketing Campaign

    Posted by InnerAction Media on Jan 4, 2018 12:32:07 PM
    Jennifer Livingston for InnerAction Media

    Marketing campaigns are an excellent method of drumming up support for a new or established business. However, the amount of thought, strategy and decision making you put into the marketing strategies directly influences the effectiveness of your campaign. You will make mistakes when deciding on the best strategies to move forward in promoting and marketing your business; however, you don’t need to always take shots in the dark. By incorporating these must-have campaign elements in a campaign, you will see your campaigns grow into fruition.

    Read on for five marketing elements you must have for a successful marketing campaign.

    Small vs Large Video Production Company: What are the Differences?

    Posted by Liza Heiskell on Dec 7, 2017 10:35:48 AM

    Working in TV and video production is a great gig if you are fortunate enough to find it. I have been lucky enough to work as a video/TV producer for both large and small video production companies, in addition to running my own video production business for more than 15 years.

    Recently, I was hired as a video producer at InnerAction Media, a digital marketing firm based in Morgantown, WV. And, although video production is just a portion of InnerAction’s business - it is becoming a much larger area of business. With more and more people realizing the response and results that come with a great video, the number of people looking to incorporate videos into their overall marketing campaigns has grown significantly over the last couple of years.  

    Beyond creative, there are lots of logistics that go into even the shortest of productions. You might have a great concept in mind, but in most cases, you’ll need the expertise of a video producer to help bring those concepts to life. iPhone videos don't cut it on a commercial level, except for Apple (and its billions in resources). Depending on what you are looking for, there are benefits and drawbacks to working with large and small production companies and companies that provide more than just video production.

    Using Drones in Video Production

    Posted by InnerAction Media on Dec 5, 2017 1:52:30 PM

    The ways of achieving high quality photos and videos are becoming a thing of the past. Over the last year or so, the buzz has been all about drones--and for good reason. Used for a multitude of reasons, drones are becoming the wave of the future, and if you don’t get on board now, you may just get left behind.

    Read on for 5 pros of utilizing drone footage for your West Virginia business.

    Do Billboards Work? Should Your Business Use Billboards?

    Posted by Jayne Harris on Nov 9, 2017 3:42:20 PM

    How many billboards do you see on your drive to work? What about driving from your office to the grocery store, or to pick up the kids from school?

    The 2016 Neilsen Out-of-Home Advertising Study found that nearly half of U.S. residents age 16 or older (of those surveyed) travel in a vehicle for two hours or more on an average weekday. And they are paying attention to billboards while they’re driving or riding in a car.

    80% of U.S. adults age 16 or older (of those surveyed) noticed a billboard in the past month, with 62% noticing a billboard in the past week. Fewer survey participants noticed a digital billboard — only 59%; however, only an estimated 1.7% of all billboards are digital.

    Perhaps your company already utilizes billboards — or maybe you’ve been considering the investment for a while. Do billboards work better for certain industries? Should your business use billboards?

    Read on to learn more.

    What to Consider When Hiring a Video Production Company in Bridgeport

    Posted by Dylan Sheldon on Oct 17, 2017 3:41:19 PM

    For a business that is new to video marketing, working with a video production company might seem intimidating.

    • What should you expect?
    • What should you be prepared for?
    • What kind of questions should you ask?

    Fortunately, if you enter the relationship with the right expectations, video marketing can be a fun, fruitful experience.

    Here are 5 key things to consider when hiring a video production company. 

    Traditional Media vs Digital Marketing for Small Businesses

    Posted by InnerAction Media on Aug 24, 2017 1:54:56 PM

    The active free market is one of the most unpredictable aspects of our society…well, sometimes the weather may be a very close second.

    Over the last 15 years of business, we’ve seen a huge shift in how we strategically market our small businesses. There were the days when we bought a monthly subscription to the local radio station to play a 30-second spot on the most popular hit station or bought a full page ad in the local newspaper and expected a parade of customers to call by next Tuesday.

    The world is not like that anymore.

    What is Digital Advertising? Geofencing, Retargeting and More

    Posted by Megan Fox on Aug 17, 2017 1:49:01 PM

    What is Digital Advertising? Digital Advertising, also called internet marketing, is when businesses like yours leverage internet technologies to deliver promotional advertisements to consumers. It includes promotional advertisements and messages delivered through:

    • Email
    • Social Media
    • Online Advertising on: Search engines & banner ads

    There are many different types of digital advertising. In this blog, we will discuss five:

    1. Geofencing
    2. Retargeting
    3. Keyword/Search Targeting
    4. Behavioral Targeting
    5. IP Targeting

    Digital advertising will drive traffic to your website, increase leads and generate more patients.

    Let’s dive in!

    Using Motion Graphics for Your Small Business

    Posted by InnerAction Media on Aug 10, 2017 2:03:34 PM

    When we are in the beginning stages of creation for a new client or a new video, we map the entire video, audio and certain graphic placements. All three of these elements are a key part in producing an effective film. However, the one element that doesn't get much credit, as it should, is the motion graphic/animated work that gets placed within the video.

    For those that are inside the industry, it can be easy to understand what we are talking about. But if you just arrived here or are starting in the motion graphics world, you probably may have asked yourself: What does motion graphics really mean? Especially when you see it referenced in different ways like "animation."

    What Are the Benefits of Video Marketing for Lawyers?

    Posted by Dylan Sheldon on Aug 8, 2017 1:27:29 PM

    When was the last time you saw a video advertisement?

    The marketing tool that used to be chained to network television, trapped in a 30 second box, which could only be unlocked with a $50,000-marketing-budget shaped key, is now free. Free to roam the various platforms consumers are consuming. We now see video ads on our news articlesvideo ads on our Twitter feeds, and video ads on our video ads. Today, law firms are leveraging video marketing more than ever. But traditionally, calculating ROI for video has been very difficult. So, what are the benefits of video marketing for lawyers?

    Why Compliance in Marketing is Important

    Posted by Jayne Harris on Jul 25, 2017 9:20:20 AM

    Business owners, brand managers, marketing directors and creatives — this one’s for you. When was the last time the word compliance was heard in your office? Probably not recently…if ever.

    We often get so caught up in the creative aspects of our marketing and advertising jobs that we fail to consider the legal implications of the claims, disclosures and transparency of our copy. Marketing compliance is a big deal — it protects consumers from being tricked, misled or lied to by a business. Compliance laws also limit the information that companies can ask consumers for, regulate communications between consumers and businesses and protect consumer privacy.

    In this blog, we assess the best practices for compliance in marketing, share how your marketing team can follow compliance guidelines and how you can avoid compliance issues.

    Why a Monthly Marketing Report is Important for Your Business

    Posted by InnerAction Media on Jul 20, 2017 11:29:34 AM

    When you think about end-of-the-month marketing reports, you probably groan. It’s a lot of time spent sitting at a computer, looking at numbers and trying to make sense of those numbers.

    For a lot of people who aren’t crazy about analyzing numbers, it’s can seem like a daunting process; however, it’s a simple process, and it’ll only take you about two hours to create.

    Why is a report important for your business, and what data should be put into it?

    Choosing Colors for Your Healthcare Practice--Color Theory

    Posted by Jayne Harris on Jul 6, 2017 4:33:05 PM

    Color theory, the guiding principles for selecting colors that work in harmony, the message that colors communicate, why colors clash and how we perceive color — is incredibly complex.

    Color is closely tied to memory and first impressions. For example, when you walk down the isle at the grocery store looking for a particular brand of cereal, you know the primary color on the box. Using color alone, you’re able to narrow the selection and find the brand and variety you want. It’s also crucial in creating the right first impression — research suggests that one of the main deciding factors in whether somebody likes or dislikes a new product is color.

    Think about children and food. In the US, many foods marketed toward children have added colors. If a fruit candy was all white or beige, would children find it as appealing? Probably not. Color helps shape the perception of the product as “tasty” and “fun." Just like color can shape the perception of your business and office location.

    Read on to learn how color affects the perception of your healthcare business — from your logo and website to the paint on the office walls.

    The Importance of Music in Marketing

    Posted by InnerAction Media on May 16, 2017 3:38:19 PM

    Music is essential for good advertising. No, I’ll take that a step further: For most people, music is an essential part of life

    For those of you who know me, this position probably doesn’t surprise you. I am—by my own admission—obsessed with music. I play almost a dozen instruments (some of them better than others), have written songs for recording artists, and fronted my own bands since I was 14 years old. A few of my songs have gotten radio play, charted on Billboard, and been featured on TV shows—they weren’t popular enough for me to retire from the royalties, but they were popular enough to make me feel warm and fuzzy inside. 

    It’s not just my own music I’m obsessed with, either; my music collection is huge and diverse. I love country, pop, rock, americana, classical, jazz, blues, hip-hop, and just about anything you throw at me. I’m not here to gloat about my hipster-envy-inducing vinyl collection…I actually have a larger point. I just want to agree that it’s fair to say that I know a thing or two about this particular subject. Can we agree on this? Ok, let’s move on to the good stuff then!

    5 Signs Your Morgantown, WV, Business Needs a Pro Marketing Strategy

    Posted by Jim Sweezy on Mar 16, 2017 3:09:54 PM

    Written by Jim Sweezy | jimsweezy@inneractionmedia.com

    It’s the elephant inside the room. You have become abundantly aware that there is an ever-evolving way of marketing out there – it's all around you. But you're far too busy with the day-to-day responsibilities of running your business to stop and address it. Still, the elephant isn’t budging.

    First of all, what do we mean by digital marketing? Digital marketing is an inclusive term for all of your company's online marketingfrom your website itself to your online branding assets, social media channels, digital advertising, email marketing, online brochures and beyond. The act of identifying and utilizing which specific tactics and assets will yield the best results for your situation is the strategy. 

    Maslow’s Hierarchy of Needs & Marketing

    Posted by InnerAction Media on Oct 12, 2016 9:00:00 AM

    Maslow’s Hierarchy of Needs & Marketing: Using psychology to succeed in advertising, marketing and sales.

    There is a huge psychological component to marketing, advertising and sales. In fact, I’d argue that the majority of what we do is psychology-based. After all, what is marketing other than trying to motivate a person to make a decision to do something you want them to do?

    4 Marketing Lessons My Dog Can Teach You

    Posted by InnerAction Media on Jul 13, 2016 11:47:05 AM

    AUTHOR’S NOTE: So let me first say that the title of this article isn’t meant to be condescending or demeaning in any way. My dog is an exceptional marketer. Just check out his Facebook page.

    Aside from being my best friend and sometimes roommate, Caboose Arbogast is the chief security officer here at InnerAction Media, and he does a great job. He is dedicated, vigilant and an excellent judge of character. But he’s more than that; he’s a great resource to bounce marketing ideas off of.

    Caboose has had some poignant insights over the past few months about how marketing to people is a lot like working with dogs, and I’d like to share a few of them with you here. Ready? Here we go!

    Is Your Business Using a 10 Inch Frying Pan?

    Posted by Jim Matuga on Jun 29, 2016 1:24:51 PM

    Is Your Business Using a 10 Inch Frying Pan?

    Jim Matuga, Co-Founder and CEO

    In your business, do you have an increase mindset?  Or do you think with an acceptance point-of-view?

    That’s what I’d like to talk with you today about.

    Why is the Purpose of a Video so Important?

    Posted by Dylan Sheldon on Mar 30, 2016 10:56:39 AM

    Does Your Video Have a Purpose?

    In the world of video marketing there is no such thing as art. This is something I learned hard and fast as a young, charismatic, recently graduated film student. I grabbed my diploma, my coffee pot and all the clothes I could stuff into my hamper and left the pseudo-reality we call higher education to begin my journey in the real world. I was ready to work for an honest to goodness marketing agency, where people would pay me for my Scorsese-esque films full of beautiful imagery and jaw-dropping cinematography. The only problem: I was living in a fantasy world.

    The Importance of Creativity in Today's World of Storytelling

    Posted by InnerAction Media on Oct 2, 2015 1:27:18 PM

    Are you living up to your creative potential? Do you have your imagination on a leash? Creativity is more important now than ever, and is only going to get more valuable as time goes on and technology grows. It’s the way of living that embraces originality and makes connections in your own unique way.

    How to Use Video Marketing for Healthcare

    Posted by Megan Fox on Nov 25, 2014 10:49:00 AM

    InnerAction Media recently created an integrated inbound marketing campaign for the Zelda Stein Weiss Cancer Center, which is part of Mon General Hospital in Morgantown, W.Va.  The robust campaign utilizes traditional media including TV, radio, newspaper and billboards.  The call-to-action in all of the creative is to visit the new ZSWCC website. 

    How to Effectively Use TV Advertising

    Posted by Jim Matuga on Oct 31, 2014 12:02:00 PM

    As a former General Manager of an NBC affiliate TV station, I must confess:  I do not watch a lot of TV these days.

    That said, On Monday evening as I was flipping through the cable channels at home, my thoughts drifted to marvelling at the sheer amount of different programming options available today.  With sattelite TV, cable, NetFlix, iTunes, DVDs, etc, I wondered - what others are watching today.  

    So, I asked.  On Facebook.  I recieved almost 100 comments to my question:  "Quick poll: What is your favorite TV show?"

    Let the Seller Beware: Inbound Marketing in today's world

    Posted by Jim Matuga on Oct 29, 2014 7:57:00 AM

    One of the first business principles I learned as a young man was “Caveat Emptor - Latin for 'Let the Buyer Beware.'"

    The phrase caveat emptor means that buyers often have less information about the good or service they are purchasing, while the seller has more information.  Defects in the goods or services may be hidden from the buyer, and only known to the seller. Thus, the buyer should beware. 

    Today, I believe that has completely flipped.

    Traditional Media: Is it the end?

    Posted by Jim Matuga on Sep 29, 2014 9:14:00 AM

    Last week while meeting with a potential new client in Ohio, the VP of Marketing (35 years in the business) said something that has resonated with me the past several days:

    "One of our organization's Core Values is stewardship.  But the reality is I break that core value every day when I purchase newspaper advertising.  I hate it.  When I think about people pulling extra shifts, and all of the hard working people who make our organization great...  The fact is I'm taking that capital and our money and wasting it on newspaper advertising.  It makes me sick."

    As a long-time media guy, I hear it every day.  Traditional media just does not perform like it used to.  It's not coming back folks.

    Why you should blog and 8 tips to get started today!

    Posted by Jim Matuga on Apr 23, 2014 9:43:00 AM

    THOUGHTS FROM THE RED COUCH - A blog by Jim Matuga, CEO, InnerAction Media

    New Evidence: Inbound Marketing Works For Healthcare.

    Posted by Jim Matuga on Feb 26, 2014 11:32:00 AM

    Will inbound marketing work for a medical practice? Yes! We have solid evidence.

    How Does Inbound Marketing Work For A Medical Practice?

    Posted by Jim Matuga on Jan 8, 2014 4:42:00 PM

    THOUGHTS FROM THE RED COUCH - A blog by Jim Matuga, CEO, InnerAction Media

    Does TV Advertising Work for Lawyers?

    Posted by Jim Matuga on Sep 23, 2013 10:06:00 AM

    Does TV Advertising Work for Lawyers?

    The simple answer is, "yes!"   But the messaging,  production, station/channel and budget all play a role in the success and return on your investment. 

    Does Local Television Advertising Really Work?

    Posted by Jim Matuga on Sep 13, 2013 10:25:00 AM

    Don’t tell people your dreams. Show them.

    Posted by Jim Matuga on Aug 28, 2013 2:44:00 PM

    Today, as most of you know - is the 50th Anniversary of the famous “I Have a Dream" speech delivered by American clergyman and activist Martin Luther King, Jr. on August 28, 1963, in which he called for an end to racism in the United States.

    Posted by

    You should have a say in your story.

    You should have a say in your story.

    You should have a say in your story.

    IAM can help your business prosper by creating a personalized plan for growth throughout our various mediums of expertise.

    Let's Do It.

    You should have a say in your story.

    IAM can help your business prosper by creating a personalized plan for growth throughout our various mediums of expertise.

    Let's Do It.

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